CSP: Galaxy Advert

Below is the advert that we will e covering in this article/post:

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Why use Audrey Hepburn? ( Intertextuality )

In media there is something called transfer of meaning. This is commonly used with celebrities where the attributes that the celebrity represents such as beauty, will then be conveyed or transferred to the product. This can also be described in a 3 stage description, where the:

- The celebrities attributes are conveyed to the product

- The product upholds these and the customer buys them.

- The attributes are then transferred to the consumer as they want these, hence the reason why people buy popular or well known brands over unknown or cheaper brands.

Here, the use of Audrey Hepburn is used due to the qualities she was perceived to uphold to those that know her - and those that don't. These qualities are then conveyed to the galaxy chocolate bar. The characteristics that can e identified by both those that know her and those that don't are: beauty, glamour, luxury, classy, challenges stereotypes and eye-catching. Those that know her will feel a sense of nostalgia when watching this which connects the viewer with the advert on a whole new level.

Audrey Hepburn conveys different ideas to the viewers like:

• In today's world concern about obesity have risen, this is then challenged in the advert and the advertises attempt to convince that eating chocolate is a positive life choice - adding emotion to there decision.

• Celebrities are used for the same reason stereotypes are used, they can be instantly recognized and understood - and remembered.

• Constant reference to parts of her career: The music is the "Moon River" which is a song from a famous movie she acted in called "breakfast at Tiffany's". The setting is a reference to the movie Roman Holiday and the male star in the advert looks similar to the actor in Roman Holiday which is a romance.

• Her overall image brings nostalgia to the older generation as it is similar to old-fashioned/vanished worlds of constructed reality.

• Initially, it represents outdated views on the role of genders, that is then challenged as Audrey Hepburn places the drivers hat on her co-star.

• Galaxy is therefore linked with "the Golden Age" of luxury, happiness and glamour

Construction of Reality: Representations and Stereotypes

This advert uses nostalgia to stir emotions in the viewer, a couple of ideas are:

• The advert uses a CGI version of Audrey Hepburn which represents heritage, classiness and elegance which reinforces the final slogan "why have cotton when you can have silk" adding to the idea that Galaxy is a luxurious product.

• Not only do we have nostalgic characters but we have old views on both the story and representations of male and females. Here we have a classic 'hero' saves the 'damsel in distress' type story - with a modern twist.

Stereotypes:

Here, with the setting, we have a classic Mediterranean hill top village with bustling markets which is sunny and beautiful - which isn't true. Here we don't see the true nature of the small villages with old crumbling buildings. Audrey Hepburn is presented as a immaculate charming and loved-by-all person. The time is 1950s and is presented as friendly, slow paced and simple which was not true for all.